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Lecturer(s)
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Juříková Martina, Ing. Ph.D.
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Course content
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- market research - segmentation and market analyzes, ethnographic studies, prognostic models; - research into the development of a new product, methods and techniques for testing an existing product; - packaging research; - brand research - maps of perception, connection to image testing; - price research - price sensitivity, perception of the price level; - media research in the Czech Republic - basic projects and indicators for measuring listening, reading, media audience; - promotional research - pretests, continuous tests, posttests, measuring the communication and sales effect, basic indicators for measuring the effectiveness of individual communication tools; - measuring customer satisfaction. Satisfaction / importance / loyalty link; - evaluation of basic indicators of descriptive statistics of questionnaire surveys.
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Learning activities and teaching methods
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unspecified
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| learning outcomes |
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| Knowledge |
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| characterize basic statistical indicators (frequency, mean values, etc.) for evaluating questionnaire surveys |
| characterize basic statistical indicators (frequency, mean values, etc.) for evaluating questionnaire surveys |
| describe the structure of the final research report |
| describe the structure of the final research report |
| clarify the essence and importance of using market research methods |
| clarify the essence and importance of using market research methods |
| explain the methods and techniques in the development of a new product or communication |
| explain the methods and techniques in the development of a new product or communication |
| explain approaches of the communication effect research |
| explain approaches of the communication effect research |
| Skills |
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| analyse and interpret the results of a questionnaire survey (at the level of descriptive statistics) |
| analyse and interpret the results of a questionnaire survey (at the level of descriptive statistics) |
| analyse and interpret the results of a qualitative research |
| analyse and interpret the results of a qualitative research |
| select and apply appropriate methods to research a new product/communication |
| select and apply appropriate methods to research a new product/communication |
| evaluate the effectiveness of marketing communication using appropriate methods/techniques |
| evaluate the effectiveness of marketing communication using appropriate methods/techniques |
| apply appropriate methods and techniques in marketing mix research |
| apply appropriate methods and techniques in marketing mix research |
| teaching methods |
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| Knowledge |
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| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
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| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
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| Knowledge |
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| Analysis of seminar paper |
| Analysis of seminar paper |
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Recommended literature
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Hendl, Jan. Kvalitativní výzkum: základní teorie, metody a aplikace. Praha : Portál, 2016. ISBN 978-80-262-0982-9.
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CHRÁSKA, M., KOČVAROVÁ, I. Kvantitativní design v pedagogických výzkumech začínajících akademických pracovníků. Zlín : Univerzita Tomáše Bati ve Zlíně, 2014.
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Chrastina, Jan. Případová studie - metoda kvalitativní výzkumné strategie a designování výzkumu. Olomouc: UP, 2019. ISBN 9788024453736.
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MAXWELL, J. A. Qualitative Research Design: An Interactive Approach. Thousand Oaks: Sage, 2005.
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Řezanková, H. Analýza dat z dotazníkových šetření. Praha: Professional Pzblishing, 2007. ISBN 978-80-86946-49-8.
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Tahal, Radek a kol. Marketingový výzkum : postupy, metody, trendy. Praha : Grada, 2017. ISBN 978-80-271-0206-8.
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